HYPERISE


Hyper Personalisation Re-Marketing Growth Hack:
6X Your Cold Email Signups

Whilst HYPERISE has been in beta we’ve seen a lot of interesting use cases for hyper personalisation from our early users, who have had massive gains from implementing simple strategies at low cost.

In this post we detail step by step how to implement the growth hack used by ChatWhale, as featured on their own blog, which 3X email click through rates and 6X trial signups.

Spoiler alert! The secret sauce to this email remarketing strategy is being able to target personalised ad images to email recipients that simply open the email, without them having to click on a call to action. (We’ll show you exactly how to do this.)
 
During beta we’ve seen this broadly have a 5X impact on the audience opportunity to engage with personalised ads.
 
Yes, ok, we’re biased, we think hyper personalisation rocks, but we’re not alone.
 
Hubspot, Mckinsey and many other established marketing sages unicorns are saying it too.
 
A recent 6 month study by Hubspot of over 330,000 calls to action saw a 202% uplift in conversions when hyper personalisation was used.
 
The strategy of leveraging hyper personalisation has been a marketing dream since before the movie Minority Report (2002) glorified it in its ultimate conclusion.
 
With the HYPERISE toolkit we can take a step closer for B2B marketers, hyper personalising the whole prospect journey from cold email through to sales funnel and re-engagement ads, at scale.
 

 


 

The hack skinny:

We love using simple cloud tools to get the job done effectively and it doesn’t get much simpler than Google Sheets and YAMM! Read on for the step by step guide to smash your B2B cold email conversions.

  1. Get an email prospect list and whack it in Google Sheets
  2. Create a personalised image for the cold outreach campaign
  3. Set-up sales lead page with personalised image and FB Pixel
  4. Add hacked FB Pixel to email templates
  5. Use YAMM to bang out the emails
  6. Upload product catalog in Facebook Ad Manager
  7. Create Remarketing ad campaigns with personalised images

 


 

STEP ONE: Get an email prospect list and whack it in Google Sheets

As you’re reading this guide you don’t need me to tell you where to get prospect data from, especially if you’re a B2B marketer. It’s everywhere, LinkedIn, Google, Facebook and with so many good scraping services (looking at you Phantombuster) data is not a problem needing solved here.

 
So bang some of that lovely prospect data in a Google Sheet. Better yet, Make a copy of this example Sheet that we use in this breakdown and bang some lovely prospect data into the ‘data’ tab.
 

 
The key to personalisation is to have as much data as possible on your prospects, as a bare minimum you’re going to need the prospects email.
 
The prospects full name, profile image, location, company, logo and much more can be deduced from an email using data enrichment services.
 
Now let’s jog on to step two.
 


 

STEP TWO: Create a hyper personalised image for the cold outreach campaign

If you haven’t signed up already, now’s a good time to signup for a HYPERISE account, it’s free and you’ll be able to create personalised image templates, such as the ones we’re using in this breakdown.
 
Now this is the bit where we get to use our creative brain, to see the opportunity to create a dynamic image that we can customise in a purposeful way, that tells a story and speaks to the recipient.
 
Looking at ChatWhale as an example, on their sales site they have a hero image which demonstrates their product, which is a perfect contender to be personalised.
 

 
Below we recreate the ChatWhale personalised image that demonstrates to the email recipients how the scratch card looks in their own Facebook Messenger, with their own branding.
 
We do this by taking a boiler plate product image and add in dynamic business name and logo layers to the image template:
 

 
Here’s some examples of what the final images in the emails will look like.
 

They’re small subtle changes to the image, but they cause a pattern interrupt with the prospect, because of the familiarity, giving you more of the recipients attention to sell your value and so increasing CTR. (202% according to Hubspot 🤓)

With HYPERISE we can personalise images with dynamic layers including profile images, business logos, website and app screenshots, maps with prospects location pinned, as well as dynamic text elements.

Here are some other examples of what you can do:

Enrich prospect emails to get the company and location details, so you can send cheeky meeting requests 🙊

This product image has 8 points of personalisation, using:

  • Pinned Map Location
  • Company Logo
  • Profile Image
  • Full Name

Use company website screenshots to highlight web add-on services.

 

20 more creative examples of using hyper personalisation

 

Once we’ve created our personalised image template, we can add the Google Sheet, which contains all our prospects, as a data source for the image:
 

 
1. Click the Add button in ‘Data Sources’ of your image template
2. Select Google Sheets and then New Sheet
3. Paste in the URL of your Sheet

 
Your image is now connected to your Sheet, to use as a data source, to create personalised images.
 
We now need to update the Google Sheet with the image being used.
 

 
1. Click to select the Google Sheet data source for your image
2. Click Copy Link to, well copy the image link 🙂
 
Now we have the image URL copied, we can update our Sheet:
 

1. Click ‘Settings’ tab
2. Paste into the Image URL yellow field
 
The Sheet and YAMM email campaign will now use this image template in your emails, sales page visitors and remarketing ads, personalised for each prospect.
 


 

STEP THREE: Set-up sales page with personalised image and FB tracking Pixel

If you have existing sales channels, you’ll already have tried and tested sales landing pages or funnels, so it makes sense that you take a copy of those and update with a personalised image and tracking.
 
If you don’t have an existing sales page and you need to create one, we like LeadPages for quick sales page creation, but what really counts is the content on the page, not the tool you use to build the page.
 
Whatever your preference the following steps will still be applicable.
 
First we need to add the HTML image snippet to your sales page, where you want the personalised image to be displayed.
 
Here’s how you do it.
 
Copy the code below, changing the template ID and Sheet data source ID to those of your own dynamic image URL created in step two.
 

<img 
id="hyperiseImage1" 
src="https://img.hyperise.io/dynamic-images/template-<YOUR_IMAGE_TEMPLATE_ID>/sheet-<YOUR_IMAGE_SHEET_ID>/row-_param_id_.png" 
/>

 
If you have an existing product/explainer image on your sales page, as with the ChatWhale example, this makes a perfect candidate to be replaced.
 
Most website editors allow a view source option, or selecting the existing image to update. The important part is to make sure the id=”hyperiseImage1″ part of the <img /> is preserved, so the image can be identified and automatically updated based on the visitor.
 
Next we add the Javascript snippet below to your sales page, this will look for the utm_hyperef tag from the links in your emails and update the image on the sales page to a hyper personalised one. This needs to be placed below the image we’ve added, ideally just before the </BODY> tag.
 

<script>
var url = new URL(window.location.href);
var param_id = url.searchParams.get("utm_hyperef") || 0;
if(param_id !== 0){
    param_id = param_id.split('_')[1];
    var elem = document.getElementById("hyperiseImage1");
    if(typeof elem !== 'undefined' && elem !== null) {
        elem.src=elem.src.replace("_param_id_", param_id );
    }
}
</script>

 
The last snippet to add to the sales page is for the FB Pixel, this will automatically update based on the utm_hyperef tag, so we can tie the remarketing ad images back to the email recipient and personalised image.
 
Remember to update YOUR_PIXEL_ID in the snippet below with your own Pixel ID.
 

<!-- Facebook Pixel Code -->
<script>
  !function(f,b,e,v,n,t,s)
  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
  n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  'https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', '<YOUR_PIXEL_ID>');
  fbq('track', 'PageView');
  fbq('track', 'ViewContent', {
    content_ids: [param_id],
    content_type: 'product'
  });
</script>
<noscript><img height="1" width="1" style="display:none"
  src="https://www.facebook.com/tr?id=<YOUR_PIXEL_ID>&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->

 
Finally for this step, we just need to add our sales page URL to the ‘Settings’ tab within your Sheet.
 

1. Click ‘Settings’ tab
2. Paste into the Sales Page URL yellow field
 


 

STEP FOUR: Add hacked FB Pixel to email templates

In step three we added the full FB Pixel to our sales page, in this step we’re doubling down and adding the snippet below into our emails.
 
This will allow us to remarket to the users who open, but don’t click through to the sales page, and again tying the remarketing ad images back to the email recipient and personalised image.
 
In this guide we’re using Gmail/G Suite and YAMM to send out the emails, this means we can ignore the code below for now, as it will be added by the example Sheet we’re using.
 
The code snippet is provided just for reference for anyone following who wants to do this with any other email solution. We’ve implemented this strategy with lots of methods other than YAMM, such asPersistIQ, MailShake, Prospect.io and many others.
 
Another cool use for the pixel is to drop it into your Intercom emails (or whatever you use), and target users who signup for trial and don’t come back…
 

 
As well as adding the above code to the email we also need to add the utm_hyperef tag to the links in the email to our sales page.
 
Again, this is done automatically using the example Google Sheet, once you’ve added your sales page URL to the Sheet, as detailed in step three.
 

Some email providers or spam filters may block tracking pixels; only include the Pixel once or twice in your emails as part of a five or six email sequence to get optimum results.

 


 

STEP FIVE: Use YAMM to bang out the emails

If you haven’t used YAMM before, it’s a plugin for Google Sheets and Gmail/G Suite that allows you to send bulk email really simply. Check out this awesome YAMM setup guide for first timers.
 

 
Now lets create the email template.
 
Go to your Gmail/G Suite inbox and compose a new email.
 
In our following example, we’re sending a cold email for ChatWhale, that includes a brief introduction paragraph, personalised image, call to action button and tracking pixel.
 

 
We added five markers to the email, to personalise with data from the Sheet:

MARKER DESCRIPTION
prospects first name
{{company_name}} name of company prospect works at
{{product_image}} personalised image, linked to sales page
{{cta_button}} call to action button, linked to sales page
{{pixel_code}} hidden FB tracking pixel

 
The name inside your marker {{}} must match exactly the column header of your spreadsheet, as YAMM is case sensitive.
 
If you have a column header called ‘First Name’ with capitals F and N, write exactly {{First Name}} (and not {{First name}}, or {{first NaMe}} etc.):
 

 
Closing your email before sending, automatically saves it in drafts.
 

 
YAMM will now be able to select this template for your cold email campaign.
 
Go back to your spreadsheet, and click Add-ons > Yet Another Mail Merge > Start Mail Merge:
 

 
Once done, enter your Sender Name and choose your Gmail draft. Then click ‘Send mails’ to start your mail merge:
 

 

Once you click ‘Send mails’, it is not possible to cancel your mail merge delivery. So please be careful to double check your campaign (draft, recipient list, data etc.) before sending your email.

 
A progress bar will appear, so that you know in real-time the exact number of emails being sent by YAMM:
 
At the end of your mail merge, you’ll see a confirmation window summarizing the total number of emails sent:
 

 
Congratulations! You have now successfully sent your first campaign with YAMM. Here’s an example of what your recipients will receive in their inbox:
 

 
Pro Tip. We recommend setting up a separate email address for campaigns, so your personal email reputation isn’t effected and your inbox doesn’t get filled with OOO emails.
 
Once your email campaign has been sent, you’ll see the ‘Merge status’ column in the Sheet update as the recipients respond to your emails.
 

 


 

STEP SIX: Upload product catalog in Facebook Ad Manager

Once your emails have gone out, you’ll have a filtered list of recipients that either just opened the email or opened and clicked. We can now target those that haven’t signed up yet them with personalised reengagement ads.
 
If you’ve used the example Sheet and are using YAMM, the Sheet will do all the filtering and put the results in the final tab of the Sheet.
 
Select the ‘CSV_export’ tab and download the CSV product catalogue to use with Facebook Ad Manager.
 

 
Once you have the CSV, head over to Facebook Ad Manager and upload as a product catalogue.
 
You’ll find the catalogues in the Assets section, of the main Facebook Business Manager menu.
 

 
If you haven’t created a product catalogue before select ‘Create Catalogue’ (1), otherwise select an existing product catalogue from your list (2).
 

 
Choose the E-commerce option and click Next.
 

 
Next we configure the catalogue, select the Upload option and connect to your Facebook Business account.
 

 
Once the catalogue has been created, we can start to add products.
 
Select the Dynamic ads section and click the ‘Add products’ button.
 

 
Now we select the ‘Use Data Feeds’ option, so we can upload our CSV, and just keep click Next.
 

 
Don’t worry if this seems a little long winded, we’re almost done, and creating the catalogue is just a one off process.
 
Now we just set the ‘Upload Once’ option and the drag in our CSV, or click the ‘Upload File’ button and select it.
 

 
Our Sheet template is already in the format needed for Facebook Ads, so everything will just work beautifully together.
 
When the CSV is uploaded, we have a chance to name the upload something that will help select it later, plus we can set the currency for the products. If you don’t want to show price in your ads, this setting is irrelevant.
 

 
Once your products are added to your catalogue, you can view them by selecting the ‘Products’ tab on the left menu of your catalogue.
 

 
That’s the penultimate step done! Lets reward ourselves and kickback for a second and watch step six back over, in one sweet action:
 

 


 

STEP SEVEN: Create Remarketing ad campaigns, using the personalised image, to email recipients.

 
In this final step we pull the remarketing all together by creating the ad, that uses the product catalogue we uploaded in step six, to create dynamic ads.
 
First off we need to create a new Facebook Ad.
 
Once in the Ad Manager creation process, select the campaigns objective as ‘Catalogue Sales’
 

 
Once you’ve selected Catalogue Sales, further options will be shown, to allow you to select the catalogue we uploaded in step six.
 
Select your catalogue from the dropdown and click continue button.
 

 
Next we define the audience for the ads, we want to select the prospects that have viewed a product, but not purchased.
 
The way this strategy is setup, all email opens, and visitors to the sales page, who have the utm_hyperef tag set, will be part of the audience.
 

 
In our example, we’re using one personalised image, but we do have the choice of using multiple images, and so the carousel could be a good choice, if thats the case.
 
However for the sake of simplicity, we’ve used one image, and so we select the single image ad format:
 

 
Now the fun part, creating our personalised ad.
 
Your ad should be using what already works, such as customer pain points, or calls to action, that have been used in the emails and sales pages.
 
Now we can call out the prospect by person or company name in the ad, using dynamic variables from our product catalogue, where we’ve set the prospects company name as the product.name.
 

 
1. Enter a personalised call to action, using the + button to add variables
2. Enter a personalised ad headline, using the + button to add variables
3. Enter the link to the sales page as the call the action, using the + button to add the retailer ID as the utm_hyperef tag.
 
Finally click confirm, and your ads will go off for approval. 🎉🎉🎉
 

 
And that is it, we’re done, seven steps to conversion heaven, lets watch a quick recap of this last step and then we’re done and dusted:
 

 
Finally we have all the components in place to deliver a hyper personalised sales funnel at scale; from cold emails, through to re-engagement ads, via Facebook and Instagram, just by following the seven steps in this post.
 
Looking for some extra oomph, have you tried geomarketing? Try out this article on geomarketing for even more great personalisation options.
 

Wrap-up

 
So that’s it, with a handful of data and a bunch of cloud services (Sheets, YAMM, G Suite & HYPERISE) we’re able to get insane results from cold B2B email marketing.
 
In the case of ChatWhale they achieved 3X email click through rates and 6X trial signups.
 
We’d love you to be our next case study, are you ready to grow your conversions?
 
If so let’s talk, get your free trial started and let us setup your first campaign.
 
As always happy hacking, here’s to your success.

 

 

 

 

 

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